ROOMBA CLEANS UP WITH SEARCH ENGINE MARKETING
ROOMBA CLEANS UP WITH SEARCH ENGINE MARKETINGCase study: "The end result was that Roomba soared to the top of Google's list of most-popular brand names searched in 2004. It placed No. 7 behind Louis Vuitton, Nikon and Tiffany, with the bulk of its traffic coming in during the crucial holiday selling season...
The 2004 Roomba promotions were supported by a tightly integrated advertising program including heavy TV and radio ads supported by an in-depth product Web site and a much broader search term effort. Roomba was a new concept whose novelty had the potential to generate widespread word of mouth. The company knew that the TV and radio ads would drive large numbers of consumers online to research the product before they spent $250 for it at Amazon.com or irobot.com or in retail outlets such as Sears, Home Depot or Hammacher Schlemmer.
Keywords that make sense
"We tried to remain consistent in our branding campaign and then followed it up with keyword search marketing," Ms. Dussault said. "You have to buy the keywords that really make sense.""
posted by Jen @ 7:19 AM
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